Google’s Hottest Measures to Drive the Consumer to You

By ADMA

Today most business’ products and prices are readily available on the web. For marketers, it is becoming more important than ever to understand how the modern buyer is pre-purchaseing researching to avoid being left behind. “These days, the power lies in the hands of the consumer,” notes Dave Smith, Strategist at Google.

As consumers are most likely to start the buying cycle on the internet, marketers need to stay one step ahead of the game and understand potential customers’ research patterns in order to capture their attention online. “If we don’t get on top of where our customers are researching and if we don’t investigate and understand their touch points, we run the risk of missing out on a lot of value and potentially losing a lot of acquisition,” says Smith.

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A Revelation of Marketing through the Expert Groups

By ADMA

Just over a week ago, the first Expert Group meeting took place. With over 70 senior marketers attending there were a number of critical marketing issues and emerging trends identified.

Two interesting statements that stood out included:
1. Demystification of Marketing

The issues each group had in this area was mainly around the ‘buzz words’ that marketers use. Many of us use various statements, however many marketers openly admit that there is disparity on the definition of certain terms. A prime example of this is the term ‘Big Data’, which has appeared frequently in the past year, but means different things to different people.

The challenge will be to ensure marketers are talking the same language. It’s about making the “complex simple and the simple compelling”, as Phil Smith, Managing Director of Apparent stated.

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10 Must-Haves for your Marketing Plan

By Nina Hendy 

As the list of ways to promote your business grows, working out the most effective way to spruik your business can be half the battle. That’s why it’s vital that small-and medium-sized businesses put a solid marketing strategy in place and make sure they don’t deviate from the plan.

Here are 10 things your plan must do.

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Interview: Top Tips for a Successful Email Strategy

By Eric Prugh, Director of Solutions Consulting APAC, ExactTarget

Eric quotes one of his key strengths as “breaking down technology into digestible, meaningful tools.”

In this interview, Eric discusses his top tips for a successful email campaign and his had five simple rules for marketers to develop a successful email strategy:

  1. Establish at least five measurable goals and KPI’s for your email program. What makes it successful? How will you know it worked? How will you know your customers are engaged? (And those KPI’s should go beyond open and click-through rate).
  2. Keep it brief and link to more information where applicable. Always include concise, clear calls to action centred around what you want your subscriber to do when they receive the email.
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